ASA clears Molson Coors’ can claim

10 December, 2010

A spat has broken out over can technology between two brewing giants.

Molson Coors has been cleared of misleading consumers following a complaint by Heineken UK to the Advertising Standards Authority.

A poster and TV ad for Carling’s Taste Lock can were reported by Heineken UK to the ad watchdog for implying the can was a new design and used new technology. Heineken UK claimed the poster’s statement that it was “scientifically proven to lock in great taste” implied the can was better than competitors’ cans.

Molson Coors Brewing Company UK told the ASA it had invested “significantly” in combining different existing packaging technology and installing new equipment to create its can. It said it was a new innovation for Carling and would be understood by consumers in that context and it did not say the Taste Lock technology was special or unique or make a comparative or superiority claim.

The ASA ruled the can was a new design for Carling and there was no reference or comparison to cans used by other beer brands. It agreed consumers were likely to understand the claim “scientifically proven to lock in great taste” to mean that changes had been made to the can which had improved the taste of Carling canned beer, not that it was a new innovation that made the can better than competitors.




Bookmark this


Site Search

COMMENT

Donald Trump: the US has much to learn from history

The reasons Donald Trump should not be left in charge of a shopping trolley, let alone the keys to the White House, are plentiful and well-documented – from his use of the word “bigly” and lamentable business legacy to his dubious post-modern feminist principles, quite astonishing lack of political acumen and, most worrying of all, his bewildering hair. 

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter